中经记者夏治斌 石英婧 近日，上海虹桥机场T2航站楼，FM9127航班缓缓滑向跑道。保时捷中国总裁及首席执行官潘励驰 （Alexander Pollich）收起手机，取出一叠早已准备妥当的文件，神情专注地投入工作。在这趟经停呼 和浩特的飞行时长6小时跨越2000公里的飞行中，除了偶尔的交流和落地前的短暂小憩，万米高空始终 是他专注、高效且全然不受干扰的"第三办公空间"。 实际上，万米高空之上的工作方式，恰是这位保时捷中国掌舵人应对当前市场惊涛骇浪的缩影。当中国 豪华车市步入深度调整期，潘励驰选择将"质大于量"的战略罗盘握得更紧，即使这意味着要主动驶离短 期销量的快车道，去迎接一场在中国市场更加考验耐力的远航。 日前，围绕着保时捷中国"质大于量"战略的具体落地路径、经销商网络调整变化、电动化转型中的产品 布局等核心议题，《中国经营报》记者与潘励驰进行了一场深度对话。 当"缩量"成为主动选择 《中国经营报》：回望2025年，保时捷如何评价在中国市场的整体表现？如果用三个关键词来总结这一 年，会是什么？ 潘励驰：2025年对整个中国豪华车市场而言，是充满挑战与深刻变革的一年。保时捷所处的超豪华细分 市场，正经历着结 ...

Core Insights - Porsche's global deliveries in 2025 fell to 279,400 vehicles, a 10% year-on-year decline, marking the largest annual drop since 2009. In China, sales plummeted by 26% to 41,900 units, nearly returning to levels seen a decade ago [1][5][15] - The company emphasizes maintaining brand value and supply-demand balance over merely pursuing sales volume, as stated by Porsche China CEO, Pan Licheng [1][6] Sales and Market Strategy - Porsche is undergoing a significant reduction in its dealership network in China, from approximately 150 to around 80 by the end of 2026, as part of a strategy to optimize its dealer network and focus on quality rather than quantity [2][3] - The "Rui Jing Plan" aims to transform traditional 4S stores into community-oriented spaces that integrate new car sales, used car sales, after-sales service, and community activities [3][11] Cost Management and Investment - The company is implementing cost-cutting measures while simultaneously increasing investments in the Chinese market, including establishing a research and development center in Shanghai [3][10] - The R&D center aims to develop a new generation of infotainment systems within an 18-month timeframe, reflecting a rapid development pace uncommon for German automotive standards [3][9] Product Development and Innovation - Porsche plans to launch a fully electric Cayenne and other models tailored for the Chinese market, with a focus on maintaining the brand's core values of safety and driving experience [4][7] - The company is committed to ensuring that any advancements in automation and smart driving technologies do not compromise safety, with a focus on driver control and reliability [4][13] Brand Strategy and Consumer Engagement - The "Win Back China" strategy focuses on strengthening brand power, meeting consumer demands, and fostering positive community feedback rather than solely increasing sales figures [5][15] - The company acknowledges the structural changes in consumer preferences and the intensified competition from local brands, which have led to significant price reductions in the luxury segment [7][15] Future Outlook - Porsche anticipates that the introduction of new models will stabilize sales and enhance brand loyalty, while also preparing for ongoing challenges in the luxury car market [7][8] - The company remains open to exploring local partnerships and innovations to enhance its offerings in the Chinese market, while maintaining strict quality standards [12][14]

Core Insights - Porsche aims to "win back China" with a strong commitment to cost control and product localization strategies [2][3][10] Group 1: Cost Control and Operational Efficiency - The CEO of Porsche China has adopted cost-saving measures, including flying economy class, to emphasize the importance of cost control in the current market environment [3] - Porsche is focusing on optimizing its team and operations while investing in key areas such as its R&D center in Shanghai, which aims to deliver new infotainment systems within 18 months [3] - The company plans to further reduce its dealer network from approximately 100 to 80 by 2025, reflecting the need to adapt to market changes [4] Group 2: Product Strategy and Market Adaptation - Porsche is set to launch five exclusive models tailored for the Chinese market, including new versions of the 911 GT3 and a potential entry-level B-class SUV [8] - The company has no current plans for local production in China, emphasizing the importance of maintaining brand integrity and quality standards [5][6] - Despite rumors of a "cheapest Porsche," the company has not confirmed any specific details regarding pricing or model specifications [8] Group 3: Market Positioning and Brand Strategy - Porsche does not view sales volume as the primary measure of success in China; instead, it focuses on brand strength and consumer satisfaction [10] - The high-end automotive market in China has seen a decline of approximately 28% over the past three years, prompting Porsche to prioritize quality over quantity in its strategy [10] - The company believes that after a period of adjustment, it will return to the market with a stronger presence [11]

Core Viewpoint - Porsche's global sales for 2025 are projected to decline by 10% to 279,400 units, with a significant drop of 26.28% in the Chinese market, reflecting broader challenges in the luxury car sector [1][2]. Group 1: Sales Performance - Porsche's sales in China have decreased for four consecutive years, with figures of 93,300 units in 2022, 79,300 units in 2023, and 56,900 units in 2024, showing year-on-year declines of 2.5%, 15%, and 28% respectively [1]. - The company aims to adjust its sales network from 120 outlets at the end of 2025 to approximately 80 by the end of 2026, based on market potential analysis [4]. Group 2: Strategic Adjustments - Porsche is focusing on maintaining a healthy supply-demand relationship and a stable value system, emphasizing quality over quantity in its sales strategy [1]. - The introduction of China-exclusive models like the Cayenne and Macan has received positive market feedback, indicating initial success from strategic adjustments [2]. Group 3: Market Challenges - The luxury car market in China is facing structural challenges, particularly from the rapid rise of domestic electric vehicle brands, which poses a common issue for traditional luxury brands [2]. - The upcoming changes in luxury car consumption tax policy in 2026 are expected to have a significant impact, leading to a cautious outlook for that year [3]. Group 4: Future Plans - Porsche plans to continue executing its "Win Back China" strategy, focusing on enhancing brand strength and customer loyalty rather than merely returning to previous sales levels [3]. - The company is committed to investing in local R&D, brand experience, and dealer network improvements to ensure sustainable profitability [3][5]. Group 5: Dealer Support - Porsche is working to enhance dealer profitability by reducing cost pressures and providing marketing support, including financial assistance for wholesale financing and optional configurations [5]. - The company emphasizes a value-driven sales approach rather than just volume growth, believing that maintaining brand value and channel health will lead to high-quality growth [5].

Core Viewpoint - Porsche China is planning to close its Beijing Shijingshan center and reduce its sales network to around 80 locations by 2026, while refocusing on fuel vehicles amid increasing competition in the electric vehicle market and declining performance in China [2][5][9]. Channel Reduction - The Beijing Shijingshan Porsche center will close next year, with current discounts on the electric Taycan model reaching approximately 70% of its original price [3][16]. - Porsche is actively planning a new retail network blueprint in Beijing to enhance operational efficiency and customer experience, with a reduction in sales outlets from 150 to 120 by the end of this year and further to 80 by 2026 [5][18]. Refocusing on Fuel Vehicles - Porsche is shifting its product strategy to prioritize internal combustion engine vehicles, as the competitive landscape for electric vehicles has intensified, diluting the market advantage of the Taycan [6][19]. - The company aims to strengthen brand loyalty and customer engagement rather than merely returning to previous sales volumes, with plans to introduce new internal combustion engine models in the high-end SUV segment [21]. Performance Pressure - Porsche's global sales declined by 6% to 212,500 units in the first three quarters of 2025, with a significant drop of 26% in the Chinese market, where sales fell to 32,200 units [9][22]. - The operating profit for the same period plummeted by 99% to €4 million, with challenges in the Chinese market identified as a core issue [22]. Accelerating Localization - Porsche is accelerating its localization efforts, having established a research and development center in Shanghai to focus on solutions tailored for the Chinese market [10][23]. - The company faces challenges from local brands that have rapidly improved their product capabilities, necessitating a strategic shift to optimize its retail network and maintain profitability among core dealers [23][25].